Similar to PepsiCo’s “Refresh Everything” project, Snack Alliance, the maker of riceworks® Gourmet Brown Rice Crisps launched a social media campaign of its own in mid-December meant to fund honorable establishments and efforts. Their campaign, “Show Us Your Goodness,” is backed by $60,000 in donations, inviting consumers to nominate and vote for the nonprofit organization or charitable cause they find most inspiring.
A worthy idea? Of course. Could improvements be made? I believe so.
Let’s begin with the company itself—how many of you have heard of riceworks®? There’s no fault in launching an admirable charity campaign, but when you’re starting from the bottom, up, you cannot rely on social media alone to get the word out. It’s one thing to begin with a globally-known company such as PepsiCo and launch this kind of campaign, but even Pepsi exceeds expectations, exhausting marketing efforts in all but their annual Super Bowl commercial. This is not to say that riceworks® has completely abandoned traditional media; however, I haven’t heard the heavy-hitting radio ads or seen the commercials, as I have for Pepsi’s Refresh Project. The only way we heard about riceworks’ initiative was through a Help a Reporter Out ad . . .
Riceworks’ campaign offering is no $20 million, but that’s not to say it goes without notice. Nonprofits rely on these generous donations, and there’s no short supply of them needing help. A few questions remain though: do these campaigns cheapen the gesture by flaunting their product? Is this just a new way for companies to reap rewards from shelling out dollars they would have donated anyway?
I’m still trying to sort out all the implications myself, so I’ll rely on your comments to guide. Are you part of a nonprofit organization, and if so, how do you feel about these campaigns? Have you applied for any such grants, or do you plan on it?
